SHERIDAN, WYOMING – Feb. 4, 2025 – DS Automobiles has announced the appointment of Xavier Peugeot as its new Chief Executive Officer, effective February 3, 2025. Peugeot succeeds Olivier François, who has led the brand since July 2023.
Leadership Transition and Stellantis Strategic Missions
Olivier François will continue his contributions within Stellantis, assuming responsibility for the newly created Marketing Office while retaining his leadership of the FIAT brand. This transition marks a new chapter for DS Automobiles as it celebrates milestones and looks toward an electric future.
Xavier Peugeot's Background and Expertise
Xavier Peugeot, 60, brings a wealth of experience to his new role. Holding master's degrees in management from Paris La Sorbonne University and Paris Dauphine University, Peugeot joined the PSA Peugeot Citroën Group in 1994. His career has encompassed various sales and marketing positions, including Director of the Peugeot Netherlands subsidiary (2005-2007) and Director of Marketing and Communications for the Peugeot brand (2009-2011). As Peugeot Product Director in 2012, he played a key role in developing a cohesive global range for the brand. In 2014, he became Head of Citroën Product, driving the renewal of an attractive and accessible range. In 2019, he took on the leadership of the Commercial Vehicles Business Unit for PSA and then Stellantis.
A New Chapter for DS Automobiles
Peugeot reports to Jean-Philippe Imparato, Enlarged Europe COO within Stellantis. Imparato expressed his appreciation for Olivier François's contributions: “I would like to congratulate the work of Olivier who, during his nearly two years leading DS Automobiles, has capitalized on the French culture, consolidating the Brand's identity and the uniqueness of its positioning in the market. Another highlight is the in-depth work carried out to improve customer satisfaction, which is already beginning to bear fruit and which must now be pursued with the aim of achieving excellence. I'd like to thank Olivier and welcome Xavier to his new role as the brand begins a new chapter.”
Celebrating Heritage and Embracing Electrification
DS Automobiles recently celebrated its 10th anniversary, and 2025 marks the 70th anniversary of the iconic 1955 DS. The brand is also poised for the global launch of its new 100% electric flagship, the DS N°8. Xavier Peugeot shared his vision for the brand: “DS Automobiles is a young brand with solid foundations and an exceptional heritage based on an iconic model, the DS, which celebrates its 70th anniversary this year. I would like to pay tribute to the commitment of my predecessors, particularly Olivier, who has done a great job to ensure its development. I am proud to join the teams who have demonstrated their motivation and ability to create a unique universe in the world of the automotive industry. We are going to continue to write this story to further the influence, the image of excellence and the know-how of DS Automobiles throughout the world.”
Stellantis Head of Heritage
In addition to his role as CEO of DS Automobiles, Xavier Peugeot will also be appointed Stellantis Head of Heritage, effective February 3, 2025.
About DS Automobiles
Founded in Paris in 2014, DS Automobiles embodies the French art of travel. Drawing on the legacy of the 1955 DS and French culture, DS Automobiles offers a diverse range, including the DS 3, DS 4, DS 7, and N°8. Designed for discerning clientele, DS creations feature charismatic style, refined interiors, sophisticated technology, and first-class comfort. The brand offers a unique experience through bespoke services. A leader in electrification, DS Automobiles offers electrified versions of all its models, including 100% electric drivetrains and plug-in hybrids. In 2025, the brand will accelerate its electric transition with the launch of the all-electric N°8, offering a range of up to 750km. DS Automobiles has a presence in 40 countries with nearly 450 DS STORES globally.
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